There’s no question that the events of 2020 drastically changed the way most companies operate, especially when it comes to their marketing. Due to the events of 2020, some important changes happened, such as more than 80% of the sales cycle going digital (Forrester). 

Digital transformation is unavoidable, no matter the industry you are in, and 2020 was the nail in the coffin. So, with all the changes last year has brought, what are the trends B2B marketers should be aware of for success in 2021? 

 

Account-Based Marketing

Account-Based Marketing or ABM, has been the trend for marketers for the past few years. Because of the pandemic, companies have shifted their ABM strategies to focus more on growing business with existing accounts. This strategy is successful due to the close relationship between the marketing and sales teams. Collaboration between these two departments allows better use of the company’s marketing materials. 

 

Video Content 

The pandemic has fiercely increased the number of online videos people watch. Video marketing is especially powerful for B2B marketing, adding a visual aspect to your consumer’s buying journey. According to a study done by Wyzowl, 91% of marketers feel video is more important for brands in light of the coronavirus pandemic.

With the majority of our shopping done online, consumers are looking for ways to research the products they are interested in. This has been a struggle for most companies looking for a way to provide their customers with an interactive, immersive experience. 

Unsurprisingly, YouTube and Facebook are the most widely used platforms among video marketers — used by 89% and 70%, respectively (Hubspot).

 

Marketing Automation

Due to the large growth of digital marketing over the past few years, there’s no doubt that we will see marketing automation becoming an industry norm. The customer journey is overwhelmingly dynamic with the numerous touch points they have to go through, it’s important to have an attribution model that allows you to track these efforts. Over time, as a company grows, it’ll be nearly impossible to track these numbers manually, making Marketing Automations an absolute necessity. And according to a study done by SalesForce, 67% of marketing leaders already leverage marketing automation tools!

 

The Customer Experience 

Now with most B2B buyers stuck at home, brands have shifted their focus to creating more interactive experiences for their customers. The shift to remote work has caused nearly all brands to focus on creating content to engage their consumers digitally. Although this digital revolution was caused due to the events of the pandemic, the convenience and flexibility of the digital customer experience are here to stay, meaning if you haven’t shifted your strategy to a more customer-centric focus, you’re falling behind.

 

LinkedIn Marketing

LinkedIn will continue to be the #1 platform for B2B marketers to reach their audience online throughout 2021. In 2020, LinkedIn became an attractive marketing platform with over 300 million active users. Today there are 740 million members with over 55 million registered companies! The platform was built for business networking and is the place to be if you’re looking to generate B2B leads and increase your ROI. Need help getting started? Check out our LinkedIn Authority Blueprint! We’ve been helping clients for years bring their LinkedIn profiles to the next level. 

 

As a marketer, it’s important to stay up-to-date on the latest trends and tactics in the industry to continue to generate leads and grow your business. If you’re struggling to pivot during these times, reach out to us! We would love to hear from you. 

Contact us here

 

If you work at a B2B (business-to-business) company, you know just how difficult it can be to find leads. What’s more difficult? The process of turning a lead into a prospect…turning a prospect into a client is even more difficult.

What does lead generation typically look like? It looks like a sales funnel! A sales funnel is when you grab a lead’s basic information such as name, company, and email address and begin personalized communication to nurture them to ultimately become a client. 

So what’s the best way to generate leads? A strong lead generation process!

Here’s a list of 5 ways B2B companies can generate leads:

  • Use Social Proof

Testimonials, case studies, Youtube clips, you name it— if you want other businesses to trust that your product and your business is valuable to them,  you’ll need to give them reasons to trust you! Erase any doubts about your product or service by showing your leads that they’re making a smart purchase decision. 

  • Create Lead Magnets

How do you grab your leads’ attention to begin with? In B2B marketing, we use something called a lead magnet. A lead magnet can be a blog post, detailed guide, case study, or how-to that addresses the day-to-day challenges of your target prospect. If your B2B company solves key issues, show them you’ve got the know-how to tackle them.

  • Host a Webinar

Webinars haven’t gone out of style. In fact, they’re one of the key ways marketers and sales professionals generate leads to this day. If your company can create and host a webinar that appeals to the needs of your target audience, you can generate higher-quality leads. A live, experiential webinar is often one of the best ways to upsell and interact with your prospects.

  • Launch a Cold-Emailing Campaign

Cold emails are the new cold calls! But as a lead generation tactic, they have far more promising aspects. Cold email campaigns allow your B2B company to bring awareness of your offering to a very large group of your target audience. If done correctly, a cold email campaign can generate several leads within one week of launch. Want to get your cold email campaign right? Here are some tips:

  • Use accurate, informative, and catchy subject lines
  • Keep your cold emails short
  • Always personalize the “To” field
  • Fulfill all opt-out requests
  • Always include a CTA

  • Always Follow Up

No matter the lead generation tactic, one of the fundamentals of turning a lead into a client is to follow up with them. For instance, one cold email might slip under the radar in your lead’s inbox. But after following up a 4th or 5th time, your lead is more likely to take a look at your email, hear your sales pitch, and gain awareness of your company and what you do. Following-up is a game of statistics; the more often you follow up, the more likely you are to increase your chances of converting a lead to a client.

Is your B2B company looking for B2B marketing support? At Ajax Union, our team of marketing experts specializes in all B2B lead generation tactics, such as content marketing, account-based marketing, paid search, social media management,  sales funnel creation,  cold email campaigns, email marketing, and beyond. Learn more about what we do here.

To discuss your company’s lead generation strategy, contact us here.

 

There are over 610 million people on LinkedIn and 40% of engaged users log in daily, which means many of your potential clients are using LinkedIn daily.

LinkedIn is the biggest networking event in the world and people show up everyday.

The question is, how do you leverage LinkedIn to get long term results?

Here’s some LinkedIn content ideas from our in-house LinkedIn Pros:

    1. Tag people! Refer a friend’s business! Post an employee or client highlight!  Engage your audience. Engaging on LinkedIn is important – it can’t just be self-promotion all of the time.
    2. Write evergeen articles! Try to write content that will still be relevant 1, 2, 5 years from now i.e evergreen. Articles are important because when people see an article on your profile, they understand that you are an authority figure. 

 

  • Then…repurpose your articles! After writing and posting, you can then repurpose these long-form articles from time to time into a million pieces of short-form content.

 

  • Create an industry specific tip or statistic graphic. Sharing an industry specific tip or statistic via text is helpful, but you’ll receive a lot more engagement with a graphic instead. You can easily utilize a template within Canva that you can customize with your stats and tips and reuse time and time again! We recommend sticking to the same template for brand engagement and recognition.

 

  • Share others’ posts! Support your connections by sharing their posts and giving your own 2 cents. Ya gotta give to get. Karma!

 

  • Predict an industry trend! You’re the industry pro. Share your own industry predictions and ask your audience for their thoughts.

 

  • Facilitate a poll in your comments. Ask your audience if X is more important than Y. Similarly to the above, this encourages engagement with your content which the LinkedIn algorithm LOVES.

 

  • Answer a frequently asked question. What’s a question you are often asked? Answer it for your LinkedIn audience and establish yourself as an industry leader!

  • Post videos! Video is just as valuable in the professional world as it is on less professional social platforms. Many aren’t willing to stop scrolling to read paragraphs upon paragraphs of written content but they ARE willing to sit back and listen to your video.

  • Share your team pics. What’s going on in the office? Having a birthday celebration? Client acquisition happy hour? Share the joy on LinkedIn! People do business with people they like so don’t be afraid to share some office culture on your LinkedIn.

Want to join the Ajax Union LinkedIn Authority Blueprint Webinar and learn how to become an authority on LinkedIn in 3 easy steps? Visit www.ajaxunion.com/blueprintwebinar.

Want to setup a call with Joe to discuss? Pick a time from his calendar www.joeapfelbaum.com/talk

Want the numbers? Check out the stats: www.ajaxunion.com/linkedinstats